alexe-ev Run Voice of Customer Program
Purpose
Help teams design and operate a Voice of Customer (VoC) program that systematically surfaces customer insights and routes them to product decisions.
Skill type
Conceptual skill
Use this skill when
- Customer feedback is scattered and not systematically collected
- The team doesn't have a regular cadence of customer insight review
- A VoC program exists but insights don't reach product teams
- A new product or segment needs a customer feedback system
Do not use this skill when
- The goal is a single user research study (use plan-ux-research)
- The goal is analyzing specific churn data (use analyze-churn-retention)
Required inputs
- Product type and customer segment
- Current state of customer feedback collection (even if none)
Optional inputs
- Existing feedback channels (NPS, CSAT, support tickets, reviews)
- Team capacity for running the program
- Stakeholder requirements
Upstream context
Works best when:
- Customer segments are defined
- Product goals and metrics exist
Downstream handoff
Output can feed:
- triage-feedback-loop
- synthesize-qualitative-research (VoC findings need synthesis)
- identify-problem-opportunity
Instructions
- Audit current feedback channels and coverage.
- Design the VoC program structure: channels, frequency, audience.
- Define how insights are collected, tagged, and aggregated.
- Design the synthesis and review cadence.
- Define how VoC insights are routed to product decisions.
- Identify metrics for program effectiveness.
Output
Provide:
- Feedback channel audit
- VoC program structure (channels, frequency, audience, collection method)
- Synthesis and tagging methodology
- Review cadence design
- Routing protocol: from insight to product decision
- Program effectiveness metrics
Risks / caveats
- Collecting feedback without acting on it damages customer trust
- Loudest customers ≠ most representative customers — design for systematic sampling
- VoC programs require dedicated maintenance — underfunded programs decay quickly